One Man and His Shoes
In the 1980s, Nike was a struggling business. The company’s decision-makers invited rising basketball star Michael Jordan to work with them. The Air Jordan sneaker line created specially for him proved to be a marketing hit.
As Jordan became the greatest player of all time, successive models of his shoes became a market sensation. The documentary presents the global phenomenon of Air Jordan sneakers made by Nike, showing the social, cultural and racial significance of these shoes as a symbol, and how ground-breaking marketing strategies created a billion-dollar business.
A fascinating parable of America’s love affair with consumer capitalism and celebrity culture.
Log in to add film to shortlist
Programme presented by